Is Pepsi Angling to Replace Diet Coke as the Fashion Industry's Drink of Choice?

Diet Coke has long been the fashion industry's drink of choice. It's basically like water for fashion folk.
The industry, has of course, embraced their carbonated beverage of choice in very visible ways--we're looking at you Kaiser Karl. Karl Lagerfeld famously credited his weight loss in 2001 to a diet of Diet Coke and steamed veggies and was once spotted on a shoot with a butler standing by holding a goblet full of Diet Coke. Most recently, back in April, Lagerfeld designed a special bottle for Coca-Cola Light in France adorned with his iconic silhouette. He also shot their ad campaign, featuring Coca Rocha and Baptiste Giabiconi. Matthew Williamson, Manolo Blahnik, Nathalie Rykiel and Roberto Cavalli have all designed limited edition Coca Cola Light bottles as well.
But now it seems Diet Pepsi is trying to grab their share of the fast-growing fashion market. Today we received a four-pack of Diet Pepsi's new "skinny" cans which hit shelves in March.
"The new sleek packaging is meant to offer a sassy new way for people to enjoy their beloved Diet Pepsi. The new cans are fashionable and are sure to be the hot new fashion accessory this Spring!" read a release. Get it? Because the cans are skinny, just like what everyone in fashion aspires to be.
Diet Pepsi did have their fashion moment in the sun with those iconic Cindy Crawford commercials back in 1990. Let's relive it.

Diet Coke has long been the fashion industry's drink of choice. It's basically like water for fashion folk.

The industry, has of course, embraced their carbonated beverage of choice in very visible ways--we're looking at you Kaiser Karl. Karl Lagerfeld famously credited his weight loss in 2001 to a diet of Diet Coke and steamed veggies and was once spotted on a shoot with a butler standing by holding a goblet full of Diet Coke. Most recently, back in April, Lagerfeld designed a special bottle for Coca-Cola Light in France adorned with his iconic silhouette. He also shot their ad campaign, featuring Coca Rocha and Baptiste Giabiconi. Matthew Williamson, Manolo Blahnik, Nathalie Rykiel and Roberto Cavalli have all designed limited edition Coca Cola Light bottles as well.

But now it seems Diet Pepsi is trying to grab their share of the fast-growing fashion market. Today we received a four-pack of Diet Pepsi's new "skinny" cans which hit shelves in March.

"The new sleek packaging is meant to offer a sassy new way for people to enjoy their beloved Diet Pepsi. The new cans are fashionable and are sure to be the hot new fashion accessory this Spring!" read a release. Get it? Because the cans are skinny, just like what everyone in fashion aspires to be.

Diet Pepsi did have their fashion moment in the sun with those iconic Cindy Crawford commercials back in 1990. Let's relive it.

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The adorable campaign features Marc Jacobs in his signature skirt and button down (don't worry he still wore pajamas to the launch event) handily hoisting up models like Ginta Lapina on top of the Diet Coke cans he designed. In one ad he's holding up the can, and a model, on his shoulders--in another he's holding a straw that a model is reclining on.
The commercial is even better.

Last night in Paris Diet Coke threw a party for Karl Lagerfeld, celebrating his campaign for the soft drink which features Coco Rocha, Jeneil Williams and Heidi Mount. For the truly Karl-obsessed, has also designed three new bottles and a collector's box. Click through to see more images from the campaign, the bottles, and behind-the-scenes stills from the shoot.